In short
In 2026, a 15 to 60 second UGC video without ad rights is most often priced between €100 and €600, depending on your experience, how complex the shoot is and what the brand plans to do with it. The base price only covers the creation: hooks, paid ad rights, exclusivity and rush delivery are add-ons.
Price benchmarks in 2026
There is no official rate card. The ranges below are ballpark figures seen on European markets for a vertical video of 15 to 60 seconds, delivered edited, for organic use (the brand posts it on its own accounts without paying to promote it). Rates vary by country and currency: use them as a starting point, not a rule.
| Profile | Price per video (excl. tax) | What justifies it |
|---|---|---|
| First deals | €80 to €150 | Portfolio of 3 to 6 videos, often practice ones |
| A few brands as references | €150 to €300 | Client feedback, consistency, polished editing |
| Experienced creator | €300 to €600 | Ad results, a niche you master, scripts you propose |
| Specialist (tech, health, finance…) | €600 and up | Rare expertise, complex shoots, demos |
These figures move with the niche. A beauty shoot with three products, careful lighting and several shots takes longer than a talking head with a single product. Price the real work, not just the length of the video.
Work out your base price in 3 steps
Rather than copying a rate you saw on TikTok, start from your time and what you want to earn.
- Count your hours per video: reading the brief, script, prep, filming, editing, revisions. For a simple video, that quickly adds up to 3 to 5 hours.
- Set your hourly rate: divide what you want to earn per month (after tax and contributions) by the number of hours you can really bill. Remember that taxes and social contributions are often calculated on your revenue.
- Add your costs: products not supplied, props, travel, editing subscriptions. Then round to a simple number.
4 hours of work × €40 an hour = €160
Costs (set, props): €20
Base price you quote: €180 per video, excl. tax
Add-ons that change the price
Brands often compare quotes that don't include the same things. Always spell out what's included and what's an add-on.
| Add-on | Common benchmark | Why |
|---|---|---|
| Extra hook | 15 to 30% of the video price, per hook | A new opening to film and edit |
| Paid ad rights | +30 to +100% depending on duration | The brand pays to promote your video |
| Exclusivity | 15 to 30% per month | You turn down competing brands |
| Raw footage | +20 to +40% | The brand can cut other versions |
| Rush delivery (under 72 h) | +25 to +50% | You reshuffle your schedule |
| Version without captions or another format | 10 to 20% per version | Extra export and checks |
Each add-on has its own guide: usage rights, hooks and exclusivity.
Sell bundles rather than single videos
Brands test several angles before finding the video that works. A bundle of 3 videos on the same product saves you time (one shoot, one set-up) and secures volume.
- Test bundle: 3 videos, 3 different angles, 1 hook each.
- Ad bundle: 2 videos + 4 hooks + 3 months of paid ad rights.
- Monthly retainer: 4 to 8 videos a month, a lower unit price, a 3-month commitment.
A 10 to 15% discount on a bundle is reasonable. Beyond that, you are losing money on filming time.
Quote your price without underselling yourself
Send a written quote rather than a price in a DM. The document shows you understood the need, and it sets out what's included. Our UGC quote template walks through each line.
- Give a firm price, not a range: "€180 per video, excl. tax", not "between €150 and €200".
- If the budget is tight, remove an add-on rather than lowering your base price.
- Write how long the quote is valid (30 days, for example) so an old price doesn't come back six months later.
When to raise your rates
Review your prices every 6 months, or sooner if one of these signs shows up:
- More than 3 brands out of 4 accept your quote without negotiating.
- Your schedule is full several weeks ahead.
- One of your videos performed well as an ad and the brand tells you so.
Apply new rates to new brands first, then give regular clients a month's notice.
Common questions
How much should you charge for your first UGC video?
For a first deal, €80 to €150 excl. tax for a simple video with organic use is common in Europe. Avoid working only for the free product, unless it's a deliberate choice to grow your portfolio.
Does the price of a UGC video include ad rights?
No, not by default. The base price covers the creation and organic use. Running the video as a paid ad is charged on top, depending on duration and platforms.
Should you quote prices with or without tax?
Quote brands your prices excluding tax, then add the tax that applies to you. If you are below your country's VAT or sales tax threshold, the total stays the same and your invoice states that no tax is charged, with the wording your local rules require.
Does your follower count matter in the price of a UGC video?
Hardly. In UGC, the brand posts the video on its own accounts: it pays for your creative skills, not your audience. That's a major difference from influencer marketing.
This guide gives practical pointers. Rules vary by country: it doesn't replace advice from an accountant or a lawyer for your situation.